How to acquire more users at low cost?
|
When an operator wants to promote a product, he should consider two factors: cost and users. As for cost, of course, the lower the better, and for users, the more the better. So how do you promote a product? The best way at present is the online + offline promotion method. Here we only mention online promotion methods. There are two main constraints on promotion: seed users and budget costs. When there are a certain number of seed users, promotion is not very difficult. For example, your current product has accumulated 10,000 seed users, and you are planning an operation activity among this group of seed users. These 10,000 seed users will share your products in their own circles and promote them for you. According to the theory of six degrees of connection, 10,000 users can become 60,000, 60,000 can become 360,000, and so on. Six Degrees of Connection Theory In the absence of seed users in the early stages, the focus at this time is more on the budget cost of product promotion. If there is sufficient funds, you can consider TV advertising, Weibo advertising, advertising services, etc. If funds are insufficient, you will need to spend more time planning operational activities. Traditional social media promotion methods The early stage promotion is rather complicated and the effect is not obvious. Mainly rely on traditional social media. QQ Group As the largest social software, QQ has a large number of users and also meets a large number of needs. If a single user promotes it, the efficiency will be low and the user may be blocked. You can use QQ groups as the main promotion channel. The promotion method should not be too rigid and should be more novel. One thing that needs to be emphasized here is that QQ groups also need to be added to groups in a targeted manner. For example, if you need to do operational promotion, you cannot promote it in the development group. Use QQ groups for targeted promotion WeChat Official Account This promotion method is probably the most widely used method at present, using WeChat to expose your brand first. WeChat public accounts are divided into subscription accounts , service accounts, and enterprise accounts. The first thing is to position your brand. Here are the differences between the three types of public accounts: Enterprise Account, Service Account, Subscription Account 1. Insist on high-quality original content For a brand new public account, everything starts from scratch, and it is very slow to accumulate fans at this time. Ensuring the originality of the content is very important at this stage. If you repost resources from other public accounts in the early stages, the effect will be very low. Try to choose high-quality original content, with quality assurance as the prerequisite, and then appropriately reprint articles from public accounts that are in line with your brand positioning. In short, in the initial operation stage, it is necessary to continuously produce unique, in-depth, and highly spreadable original content. This is the foundation of everything. Secondly, you can also post your original articles to other UGC forums or self-media platforms , such as Jianshu, Zhihu, 36kr , etc. Original articles can be shared on other self-media websites How to attract traffic? 1. Select a matching platform website based on the positioning of the official account and the article. For example, useful articles can be shared on Jianshu, Zhihu, etc., and the ID and QR code of your WeChat official account should be marked. 2. Becoming a columnist on certain platforms will greatly benefit the brand influence and exposure of your official account. Recommend some websites suitable for operations and products: Products include Yibai, Jianshu, Zhihu, 36kr, Qinggua Media, etc. 2. Promote with other public accounts In addition, you can promote other related public accounts and find WeChat public accounts with similar positioning, fans and reading volume through some public account communication groups. It should be noted that if my official account has 10,000 followers and 20,000 readers, the official accounts that I promote should also be at this level. 3. Pay attention to the push time In order to get more exposure for the pushed content, you also need to pay attention to the push time to increase the chances of fans browsing and forwarding. Choose appropriate push time according to the differences in the categories and positioning of the official accounts to cultivate fans' regular reading habits. In addition, selecting titles for public account content is also a way to increase the number of articles. Of course, carefully selected images are equally important. Using novel titles can increase content exposure 4. Encourage users to share on WeChat Moments After being attracted by an article of interest, many fans will often choose to close the article at the end of the article instead of sharing it with their friends or Moments. Sometimes, an article resonates with fans and they may choose to share it immediately. Therefore, at the end of the article, it is best to encourage fans to share it with friends or friends. When the number of fans increases and the product brand is gradually established, you can use the official account to promote the product appropriately. For example, add the app’s QR code or download link at the end of the article, and plan activities to divert some fans of the official account to the app. Weibo As China's largest social media platform, it has 282 million monthly active users, and more and more brands have established their own certified Weibo accounts. Currently, there are four main functions of Weibo marketing : 1. Instant Marketing Instant content such as product recommendations, promotional group purchases, event planning , etc. 2. Brand promotion Product promotion, corporate dynamics, corporate background, etc. 3. Event Marketing Marketing hot events. 4. Service Management Customer management, user surveys, consultation and answering, etc. 1. Daily Operations The collection and organization of information needs to start from two aspects, mainly publishing information related to the product itself, such as product descriptions, product updates, or forwarding some user reviews. The second is audience content, which is to publish some topics unrelated to the product mainly for interacting with users. Of course, it is necessary to forward some necessary user reviews or hot events. Content distribution ratio chart In addition, you need to select the publishing time and send it according to different positioning. If there are some bad reviews, it is recommended to delete them. 2. Event Planning There are two main types of activities on Weibo: Sina platform activities and independent corporate activities. Sina platform activities: activities initiated by Sina Weibo's official activity platform, such as prize-winning forwarding, etc., through the Sina lottery system. Self-organized activities by enterprises: various activities initiated by enterprises on their own Weibo, such as rewarded forwarding, comment gift giving, and other activities of various forms of topics. It can be divided into independent activities and joint activities. Independent activities are those initiated by oneself, and joint activities are those carried out with other Weibo accounts. Enterprises can choose the appropriate platform according to the form of the activity. 3. Data Analysis Data analysis provides operators with an intuitive fan activity report, which more directly reflects the fan activity of the current account. Currently, Weibo provides some data display services. Various data indicators on Weibo (partial screenshots) Weibo marketing is a very good way of publicity and promotion in the long run. Post Bar As a typical example of UGC, Tieba can naturally attract a large number of users and is also a good form of publicity and promotion. First, apply to establish your own brand’s Tieba. After passing the review, the number of users in this Tieba will be 0. In the early stage, you can post in Tieba yourself, mainly in the form of product introductions, etc., regard yourself as the seed user of Tieba, and use Baidu search to attract search users into Tieba. Build Tieba into a UGC forum and use high-quality content to attract users to become fans of Tieba. Of course, if conditions permit, you can choose Baidu Tieba promotion , which uses Tieba posts (post list + post details) combined with a variety of display methods (pictures, text, video, voting) to meet the advertiser's community marketing (keyword theme community) needs of embedded advertising products. Baidu Tieba Promotion Six major advantages and values: 1. Promotional post privileges: ordinary posts will be quickly drowned out in popular forums. Promotional posts have unique speed reduction parameter protection and will always appear in an advantageous position. 2. Pay by performance: Pay by click, with a CPC of 2 yuan. A click is counted as one click on the post only once on the list page. 3. Soft advertising placement: user-friendly brand promotion appears in the form of community posts, saying goodbye to rigid advertising positions and embracing user interaction 4. Short-term exposure: massive Tieba simultaneously places ads to target audiences that match the brand promotion goal and direct audiences. Tieba community users spread the message by themselves. 5. Accurately select bars and intelligently recommend bars: 1. Self-select target audience screening conditions 2. Intelligently screen recommended bars 6. Flexible and diverse methods: pictures and text + site links, activity videos QQ Space QQ Space is the largest personal light blog and was once the memory of a generation. As of the latest news, the number of monthly active users of QQ Space is 200 million. With huge traffic, Tencent social advertising has also extended to Tencent’s largest social circle. There are two types of QQ space advertising. One is to create your own QQ account and publish advertisements in the form of self-media (sayings), and the other is to join Tencent's social advertising platform. The effect of the former is not very obvious, while the latter is more official and has more significant effects. QQ space top banner advertising format QQ space information flow advertising form Zhihu Zhihu is China's largest online question-and-answer community, with a large number of wonderful and insightful answers from netizens. As a brand promotion, it is natural to make good use of this resource. If brands rely on high-quality content to attract users as media, then becoming a Zhihu certified agency can directly start from user needs and attract users with high-quality answers. Starting from user needs can also attract fans for your own brand The personal homepages of Zhihu certified agencies not only showcase their companies and brands, but also show that they can gain tens of thousands of followers through high-quality answers. Interest Groups "Interest Tribe" is an interest-based public theme community launched by Tencent Mobile QQ in 2014. It is connected and linked with QQ groups with common interest tags to form a social ecosystem based on interests. QQ users can communicate, discuss and accumulate information in "interest tribes", or join related QQ groups for real-time chats. At the same time, users can also leave relatively private QQ groups and join public interest tribes to expand their social boundaries. It can be said that stepping out of a small circle and into a larger circle, and being able to meet more people with the same interests, is a good thing for brand promotion. There are currently two ways to enter interest groups. One is to open QQ5.0 on your mobile phone, enter the "Dynamics" page, and then find "Interest Groups". The other is the web version. You can create your own branded tribe as required, post some topical content in the tribe, and then users can follow your tribe. Tribal classification Baidu Encyclopedia As Baidu's most powerful search, it can certainly be used to expand user search results. When users know your brand for the first time, they may search it on Baidu. If the search results are more and higher, the users’ trust in the brand will be higher. Baidu Encyclopedia can improve brand trust Of course, creating Baidu Encyclopedia requires providing some links that can verify the current products, so in addition to product download links, it is best to have links to reports from other large media. Reference materials are very important for the establishment of Baidu Encyclopedia Baidu Knows In the minds of most users, word of mouth from others is the best. Sometimes a suggestion from others may determine your choice. Baidu Knows relies on Baidu search and often appears at the top of the search results. This high-exposure area is suitable for promotion. Baidu Knows ranks high in Baidu search results Search for your needs in Baidu. The ones ranked high in the results are in the high-exposure area. You can mark the brand at the beginning of the answer. Users usually stay on the page for no more than 3 seconds, so it is easy for users to see it at the first time and leave a brand impression in their minds. Baidu Knows can also get high exposure As you can see from the Zhidao details page, including the brand in the answer can also gain high exposure. It should be noted that two IDs cannot ask and answer questions to themselves frequently, nor can the other ID answer immediately after asking a question. A certain frequency needs to be maintained. It is best to use several IDs to take turns asking and answering questions to themselves. Baidu Library Baidu Wenku has always been the largest place for document downloads. The documents that need to be uploaded need to be written by yourself, so it can be used for brand promotion. Custom upload brand promotion copy Baidu Wenku can also provide better brand exposure By uploading batch texts and searching for brand keywords, your brand can be exposed. The above methods are low-cost ways to increase brand exposure in mainstream media, which have a certain effect on brand exposure. It is recommended to plan keywords in the early stage for long-term and targeted appearance. The key to operating a brand well is long-term persistence. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @Elsk compiled and published by ( Qinggua Media ). Please indicate the author information and source when reprinting! |
>>: Trump cancels G7 summit, what's going on? G7 leaders switch to video conference
Recommend
How much does it cost to develop a catering app? How much does it cost to develop a catering WeChat app?
How much does it cost to develop a catering mini ...
Caiyou Academy · Douyin 0 basic short video practical course, new ideas for short video operation and making money, even zero fans can help you become popular
Caiyou Academy · Douyin 0 basic short video pract...
Kuaishou APP product analysis report: never just a formality
I can be considered a loyal user of Kuaishou. I c...
Hu Chao's Golden Rules of Time Management [Audio] Baidu Cloud Download
Hu Chao's Golden Rules of Time Management [Au...
The effectiveness and traffic conversion of TikTok advertising in APP!
Recently, advertisers of e-commerce apps seem to ...
How to build an app growth plan? 5 steps!
User growth is a complex system that involves the...
What exactly are user insights? How to do it?
I often hear people compare marketing to "te...
The video has no recommendations? Mostly these are the questions!
Friends who make videos must understand that if t...
Stock investment introductory books, Wu Zhijian's 30-lecture course on stock investment introductory course
Today, Dongguan SEO Feng Chao recommends to you t...
Learn these "routines" and you can also become an operation expert
In the field of operations , a major difference b...
How can 300 million short video creators break through in 2021?
In recent years, short video platforms have occup...
New trends in new media content marketing in the beauty industry!
During this year’s 618, the battle reports of maj...
2021 Data Analysis Practice, Getting Started with Data Analysis from 0 Basics
2021 Data Analysis Practice, Getting Started with...
Chengdu QT tea tasting Anyi Bashi network has the highest cost performance
Chengdu qt tea tasting Anyi Bashi online reservat...
Advanced Operations: How to design a user value system?
1. What is the user value system? The user value ...